Which Wich Superior Sandwiches now has two Michigan locations: in Petoskey, and now in Grosse Pointe.

A Detroit man’s superior sandwich concept is coming home.

Jeff Sinelli founded Which Wich Superior Sandwiches in Dallas in late 2003. Since then, the fast-casual sandwich shop has expanded to include more than 300 locations in four countries.

Today, the first metro Detroit Which Wich opens at 17045 Kercheval Ave. in Grosse Pointe. It’s the second Which Wich in Michigan (there’s also one in Petoskey); a second metro Detroit location is to open in Southfield in the fall.

Sinelli, who earned a bachelor’s degree from Michigan State University, learned the hospitality industry from his father, who owned several metro Detroit sports bars, including Blaze Discotheque in Redford.

Which Wich Superior Sandwiches

Customers fill out their own sandwich order at Which Wich Superior Sandwiches in Grosse Pointe.

Mike Berschback and Nabil Shurafa, both 35, are the Grosse Pointe store’s co-owners.

Shurafa is a former hedge fund investment strategist; Berschback works as a sales representative. They are childhood friends who grew up in Grosse Pointe Park.

The two invested $350,000 in the Grosse Pointe store, including $140,000 for the build-out and $110,000 in franchise fees.

Which Wich is known for its creative ordering system. Customers use red markers and pre-printed sandwich bags to customize their sandwich, choosing from 10 different categories, including bread, cheese and vegetables.

The sandwiches are then customized and delivered to guests in the personalized bags.

Berschback and Shurafa plan to open another Which Wich store this fall on Evergreen Road north of 10 Mile Road in Southfield; they also plan additional metro Detroit stores, though they did not specify potential locations.

If you enjoy the content on the Crain's Detroit Business Web site and want to see more, try 8 issues of our print edition risk-free. If you wish to continue, you will receive 44 more issues (for a total of 52 in all), including the annual Book of Lists for just $59. That's over 55% off the cover price. If you decide Crain's is not for you, just write "Cancel" on the invoice, return it and owe nothing. The 8 issues are yours to keep with no further obligation to us. Sign up below.

If you enjoy the content on the Crain's Detroit Business Web site and want to see more, try 8 issues of our print edition risk-free. If you wish to continue, you will receive 44 more issues (for a total of 52 in all), including the annual Book of Lists for just $59. That's over 55% off the cover price. If you decide Crain's is not for you, just write "Cancel" on the invoice, return it and owe nothing. The 8 issues are yours to keep with no further obligation to us. Sign up below.